Employer Value Proposition is a unique set of offerings, associations and values that will positively influence the most suitable target candidates to choose an employer

1. 1 Klicka här för att ändra format på bakgrundstexten Nivå två Nivå tre Nivå fyra Nivå fem UNIVERSUM What is an Employer Value Proposition? Presentation by Carlo Duraturo, Global AccountDirector Facebook.com/employerbrand LinkedIn.com/in/duraturo Twitter.com/duraturo CarloDuraturo.com 1 Copyright Universum 2008

3. The group head office is located in Stockholm, the regional head offices are located in Philadelphia (Americas), London (Europe), Cologne (DACH) and Shanghai (Asia).

4. We serve more than 1 200 clients globally, including the majority of Fortune 100 companies.

5. We survey over 350 000 students and 100 000 professionals annually in 33countries.

6. We publish more than 160 career publications in 10 countries.

7. We have 10 career sites with 400 000 visitors/month.

8. We organize 40 events with over 3 000 participants in 14 countries.

9. We publish the world’s foremost journal on Employer Branding, Universum Quarterly.Selection of our 1 200 clients: 2

10. 3 The Universum business Universum helps companies improve their performance through more successful recruitment and retention by ensuring improvements to their Employer Brand. We help employers: Decide Desired brand position Know Their image, audience and competitors Act By reaching the talent market through our communication solutions Plan Their communication activities

11. 4 Universum around the world Universum annually surveys over 350,000 students and 100,000 professionals worldwide through our standardised research. In addition we conduct research in several other countries through our consulting projects.The group head office is located in Stockholm and the regional head offices are located in Philadelphia (America), Cologne (Europe) and Shanghai (Asia). Annual Research Consulting Projects 4

12. “Employer Value Proposition is aunique set of offerings, associations and values that will positively influence the most suitable target candidates to choose an employer” 5 What is an Employer Value Proposition?

14. To influence the employer brand, employers needs an Employer Value Proposition (EVP) targeted to internal and external talent groups.

15. This proposition needs to be attractive, true, credible, distinct and sustainable. In order to achieve this, it is extremely important that the EVP is developed using in-depth research covering current employees, management and external talent groups.

16. Universum’s Consulting Department has vast experience in helping employers through the entire EVP development process, developing both national and global EVP’s. This document provides a brief introduction to how we help our clients in this field. What is an EVP? An EVP is... ..a unique set of offerings, associations and values that will positively influence the most suitable target candidates to choose an employer. It is not a tag line or a visual expression. The EVP is the underlying content that is then transformed into messages, visual expression and communication strategy targeted at different talent groups and markets. The choice of words, images and channels will depend on the target group and will vary across markets. 6

17. Employer Value Proposition The Employer Value Proposition is the underlying content that is then transformed into messages, visual expression and communication strategy targeted at different talent groups and markets. The choice of words, images and channels will depend on the target group and will vary across markets. 7

18. Your current Employer Brand Identity The image, career and opportunities your company can offer Profile What you are trying to communicate “Who you want to be” “Who you really are” A low level of overlap is a sign of a weak and inconsistent Employer Brand Image The external view and position of your company “Who people think you are”

19. Developing your Employer Brand The Employer Branding process is the process of creating a stronger and more consistent Employer Brand Profile Identity Profile Identity Image Image But what should be in the middle? The Employer Value Proposition is the tool you use to change your Employer Brand

20. 10 Klicka här för att ändra format på bakgrundstexten Nivå två Nivå tre Nivå fyra Nivå fem UNIVERSUM Thank you For more information, contact me on cd@universum.se www.carloduraturo.com 10 Copyright Universum 2008 Copyright Universum 2008